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As a consumer with a plethora of options, how do you choose one brand over another? Do you simply compare the price, quality and reputation of each product? Or do you think about how well the company behind each one treats its employees; how ethical the company is; and whether they engage with local communities? Chances are, you think you do the former—but according to a study by Reputation Institute, a private global consulting firm based in New York, your willingness to buy, recommend, work for, and invest in a company is driven 60% by your perceptions of the company—or it’s reputation,
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